“Doing Gender” in the Mainstream Media.

My toddler son has a thing for all things wheeled. He can easily distinguish a skip loader from a backhoe and a semi-truck from a dump truck. He’s also intrigued by my jewelery box, stacking bracelets high up his pudgy arms. After watching Mommy’s daily morning ritual of applying some eyeshadow and liquid liner on countless occasions, it’s none too surprising that he’s fascinated by my make-up box, eager to smear eyeshadow across his eyelids (forehead, nose and cheeks). My friend’s little boy loved sparkly ballet flats and dollhouses while another’s had a penchant for his sister’s pink tutu and glittered angel wings.

These boys are commonplace-and not represented in mainstream pop culture. There’s no room for these normal explorations in our hyper-segmented world of marketing. And, as a tragic example further down in this post will show, these normal, healthy childhood curiosities and small pleasures are usually quickly beaten out of boys, figuratively and literally.

And, advertising happens to be a major player in the active construction of culture and the socialization of it’s members (us!), a socialization process that shapes our expectations of ourselves and others, our desires and our relationships. In other words, the values and norms of a society are framed by the branded images and lifestyles consciously and carefully constructed by advertisers seeking to maximize profit.

J. Crew’s ad presents the idea that pink isn’t just for girls, just as blue isn’t just for boys. It expands the range of possibility for what girls and boys can do and be. It may be one ad running counter to a stream of narrowly defined ads that eliminate a full range of possibilities for boys and girls, but there it is.

And it makes me hopeful. And, sometimes, given the material I regularly work with, celebrating small victories and becoming hopeful is vital and necessary.